Beer Marketer's Insights - Molson Coors Ditches Americas Commercial Org as New CEO Goyal Remakes Leadership Structure; Feiro Gains Oversight Over NAs

Just a couple weeks since Molson Coors appointed longtime strategist Rahul Goyal as next CEO, megabrewer announced that CCO Michelle St Jacques will be leaving effective Nov 14, per 8-K filing spotted by our sibling letter Insights Express. Severance deal has yet to be finalized, per filing, showing that Rahul is making moves fast to signal changes comin' for MC more broadly. Among those changes, CSO Brian Feiro joins leadership team reporting directly to Rahul and gets purview over non-alc and spirits sales teams that are key prongs of MC's beyond-beer strategy. On NA side, of course, what they're mainly selling these days are Zoa Energy, Fever-Tree mixers and range of NA beers. Rahul shared new leadership structure with distrib network this morn, "effective immediately," that will "unwind the Americas Commercial organization" and "give marketing, sales and commercial capabilities a direct line to the CEO." Together, these decisions essentially unravel the corporate structure set up just over 2.5 yrs ago that moved St Jacques up from US CMO to CCO of the Americas and led to other restructuring, including departure of Pete Marino, dissolving emerging growth biz unit. Marino had played key role in setting direction on NAs, including via partnership with incubation shop LA Libations. Explaining MSJ's departure, Goyal said there simply wasn't anything available commensurate with her experience and skills. She'll stay thru Nov 14 "to support a smooth transition."Now CMO Sofia Colucci and CSO Feiro join leadership team and report directly to Rahul. Sofia gains "expanded oversight" on innovation, field marketing and media teams. As noted, Brian gains purview of non-alc and spirits sales teams. Jeff Long will be promoted to chief strategy & capabilities officer, expanding his oversight of "strategy, advanced analytics and customer marketing and LatAm teams." M&A team will now fall under purview of MC CFO Tracey Joubert. (For deeper dive into changes, see Insights Express.)Net-net, these moves quickly set Rahul up for more direct lines of communication with each biz function while cutting costs too. The "realigning" of leadership and org structure helps "to better focus P&L accountability and strategic alignment in a manner that will enable us to deliver more value for our customers and win more occasions with many more consumers," he stated.

Molson Coors Ditches Americas Commercial Org as New CEO Goyal Remakes Leadership Structure; Feiro Gains Oversight Over NAs

Publishing Info